Farmers Insurance Group's Slogans & Taglines

Farmers Insurance Group (informally Farmers) is an American insurer group of automobiles, homes and small businesses that also provides other insurance and financial services products. Founded in 1927 by John C. Tyler and Thomas E. Leavey as Farmers Automobile Inter-Insurance Exchange, the company was established to offer preferred insurance rates to rural farmers and ranchers—an overlooked market that the founders believed presented lower risks than urban drivers. Headquartered in Los Angeles, California, the company grew from a four-person operation issuing its first policy on a 1928 Cadillac Phaeton to one of the largest property and casualty insurers in the United States. In 1988, it was acquired by British American Tobacco (B.A.T.) Industries, and in 1998 became part of Zurich Financial Services Group, under which it remains a wholly owned subsidiary today. Its core offerings encompass personal and commercial auto insurance, homeowners and renters coverage, life insurance through Farmers New World Life, small business insurance, umbrella policies, and pet insurance, distributed through over 50,000 exclusive and independent agents across all 50 states. Brand messaging has been anchored by the "We Believe in Smart" advertising campaign, reflecting its commitment to helping customers make more informed insurance decisions and empowering them with greater knowledge, confidence, and security.